TikTok Media Buying Certification Study Guide

TikTok Media
Buying
Certification
study guide
May 2024
TikTok Media Buying Certification study guide
Table of contents
1. Introduction 1
2. TikTok ad platforms and accounts 2
3. TikTok creative basics 18
4. Advertising policy 25
5. Ad product overview 35
6. Data connections 50
7. Campaign setup & management 59
8. Targeting strategy 76
9. Bidding & optimization 83
10. Reporting & measurement 96

Introduction
The TikTok Media Buying Certification is an
official exam offered by TikTok to validate
your expertise in TikTok Advertising.
Becoming TikTok certified can help boost
your credibility in the industry and help
advance your career.
The exam is conducted in a proctored testing
environment and is available both online and
in-person at testing centers. All candidates
who pass the exam will become officially
TikTok certified and receive a digital
credential that is shareable online and valid
for two years.
The exam covers nine key topic
areas, including media buying and
basics on creative and
measurement solutions. While there
are no prerequisites for the exam,
we suggest candidates have at least
one year media buying experience
on TikTok Ads Manager. Self-study
or academic background in the
marketing field can also be helpful.
In preparation for the exam, please
review this study guide which
contains information on key topics
and take the practice test.
1
Overview
TikTok for Business is a suite of marketing tools that help businesses reach and engage
with their target audience on TikTok. There are four main interfaces within TikTok for
Business that work together to support businesses with both their organic and paid
marketing campaigns on TikTok.
Business Account Business Center Ads Manager Creative Center
Interface Description
TikTok Business A TikTok Business Account is a TikTok profile for your
Account
business. It is similar to a regular TikTok Personal Account,
but with extra features just for businesses to help them
represent themselves and support customers. This is step
one in establishing your business on TikTok. Your Business
Account can be used to post organic content or paid
marketing. It offers features that aren’t available to personal
TikTok profiles, such as business contact info, direct links to
download your company’s app, organic lead generation, post
scheduling, and business analytics.
TikTok Business Center The TikTok Business Center is critical when multiple
people, such as employees or agencies, need access to your
TikTok properties. It allows you to add, remove, and manage
user permissions across different TikTok accounts, Ads
Manager accounts, and other assets for running a campaign.
2
Interface Description
TikTok Ads Manager TikTok Ads Manager is a platform where you can create
advertising campaigns, manage ad creatives, and analyze
campaign performance.
TikTok Creative Center TikTok Creative Center is a catalog of creative resources to

inspire you to post amazing content. It allows you to explore
the latest trends, ad examples, best practices, and tools to
create high quality TikToks.
3
TikTok Business Account

If you want to use TikTok to grow your business, creating a Business Account is step one.
Unlike TikTok Personal Accounts, Business Accounts provide additional tools such as
performance metrics, audience insights, and creative tools. Anyone whose primary goal on
TikTok is to promote their business (either a product or service) should use a Business
Account.
Feature Description TikTok TikTok

Business Personal
Account Account
Account switch For users to switch between account

entrance types (i.e. TikTok Business Account
to Personal Account and vice versa).
Business page An in-app profile tab for businesses

to showcase information and a photo
gallery of products.
Business Track growth, content performance,

analytics audience demographics, and LIVE
engagement in the Web Business
Suite.
Commercial Access 1M+ songs and sounds

Music Library cleared for commercial use.
General Music Access all music and sounds on

Library TikTok.
Link-in-bio
Add a website link in the profile.
(website link) For Business Accounts - the

requirement is >1k followers or a
completed business registration.
4

Business Personal
Account Account
App download Enable users to download your app

link straight from your profile.
For Business Accounts - the

requirement is >1k followers or
completed business registration.
Profile contact Use action buttons to showcase

attributes business info (email, phone, address,
and app link) and drive traffic to
advertiser's website.
Profile coupon An interactive button on the profile

page linked to a custom promo code.
Upon click, the coupon code will be
copied to the clipboard
automatically.
Organic lead Collect leads with flexible forms on

generation the advertiser's profile, videos, and
LIVE Events.
Business Find content inspiration and industry

creative hub trends in Business Suite.
Post scheduler Schedule TikTok posts up to 10 days

in advance.
Auto-message Automatically greet users, suggest

FAQs, and send predefined
messages based on keywords.
Business Signals that the account is run by an

registration authentic business.
5

Business Personal
Account Account
Video
Allows businesses to show organic
geo-targeting content to users in certain countries
or regions.
Organic 18+ Allows the uploader to self-identify

age-gating that the content is not appropriate
for people under 18.
6
TikTok Business Center

The TikTok Business Center allows you to organize campaign assets and add additional
collaborators to your account, such as your employees or your media agency. By linking
your Business Center account to your TikTok Business Account and TikTok Ads Manager
account, you can assign permissions and assets to the relevant teams and personnel.
Why use the Business Center?
Collaboration: More than one person needs to manage marketing activities on TikTok.
For example
An agency needs to manage an advertiser's ad account
A finance team member and a media buyer both need to access an ad account
Centralization: More than one type of asset (e.g. ad accounts, audiences, etc) is used
for marketing on TikTok
Accountability: Manage each team member's access to assets and activities to

collaborate transparently.
Permission and roles
Business Center lets you manage the people who will help run your TikTok Ads. When you
invite someone to your Business Center, you must assign them a role and permission level
to manage your Business Center's assets, which include ad accounts, audiences, catalogs,
shops, pixels, and TikTok accounts. In Business Center, roles are divided between basic
and advanced permissions.
Basic roles include Admin and Standard

Every member of your Business Center account needs to be assigned one of these
roles. Admins can manage the Business Center's members and assets, while
Standard members can only work on assets they've been assigned
Advanced roles include Finance Analyst and Finance Manager

Advanced roles are an optional level of permission that exists on top of the basic
roles and will give the members of your Business Center the ability to view and/or
manage the finances of your Business Center and ad accounts.
7
Basic roles scope
Functionality Action Admin Standard
Member Add
Remove
Partner Invite
Remove
Asset - Ad Create
Account
Request Access
Transfer ad
accounts on BC
interface
Assign member
Manage assets
Only assigned ones Only assigned ones
Share with partner
Asset - Pixel Transfer from ad

account to BC
Link with ad
account
Assign member
Share with partner
Manage assets
8
Asset - Catalog Create/Remove

catalogs
Manage catalogs
Assign member
Share with partner
Asset - Audience Share across ad

accounts
Check Audience
sharing history
Asset - Asset Create

Group
Assign member
Manage assets
Asset - TikTok Assign member

Account
Request TikTok
account access
Manage assets
Payment
Manage payment methods
(Manual Pay/Autopay/
With Finance Manager role
Monthly Invoice)
Balance/Credit line
allocation With Finance Manager role
Check Business Center/ad

account history With Finance Manager or
Analyst role
Create/edit billing groups

Billing View and download invoice

With Finance Manager or
Analyst role
Download transaction
report With Finance Manager or
Analyst role
Pay for the invoice

Business Verification Manage Business Center

verification
2-step verification Turn on/off
Reporting View data
Filter data across different

accounts
10
Advanced roles scope
Module Supported Finance Analyst Finance Manager

Business Center
actions
Payment -
Show transaction Can only view and Can view and
Transaction log history and add/ download. manage Business
decrease balance Center's account
at the Business balance.
Center level.
Show transaction Can only view and Can view and

records and add/ download. manage ad account
decrease balance level balances.
at the ad account.
Prepay or autopay Can only view and Can view and

invoices. download. download.
Apply for Credit - Can apply for

Line (Only for self- Credit Line.
serve accounts).
Payment - Billing Billing Group Can only view and Can view, edit, and
Group management. download. create billing
groups.
Billing - Invoice Invoice Can only view and Can view, edit, and
management. download. pay invoices.
Rebate V iew and confirm Can only view and Can view and
rebates. download. confirm rebates.
11
TikTok Ads Manager

TikTok Ads Manager is a platform where you can create, optimize, and analyze TikTok ad
campaigns. You can also see insights and suggestions for how to improve campaign
performance.
Roles and permissions in TikTok Ads Manager
The person who creates an ad account automatically becomes the administrator of the
account. If an ad account is linked to a Business Center, the Business Center administrator
can assign other roles to the ad account, including Admin, Operator, and Analyst.
Ad Account Admin Operator Analyst

Actions
View ads and

performance
Access reports
Create and edit

ads
Manage audiences
Manage finance
Manage ad
account settings
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Key features in TikTok Ads Manager

There are four key tabs in Ads Manager to help you navigate your campaigns and insights.
Dashboard Review campaigns with summarized data in one place. You can view
data related to active campaigns, spend, and ad performance. The
Create ad button will allow you to start setting up a new campaign.
Campaign In the Campaign tab, you can see all the active and non-active
campaigns, ad groups, ads and bulk manage them. The Create
button will lead to a page where you can create a new campaign.
Tools Tools tab is where you can store and manage various ad resources,
such as audience, creative, automated rules, catalogs, events, leads,
recommendations, and account settings. You can set up and manage
your data connections, build Custom audiences, and edit your videos
to help optimize ad delivery.
Analytics Analytics is where you can create ad reports and review campaign
insights using a custom report or one of TikTok's templates.
13
TikTok Creative Center

The TikTok Creative Center is the go-to destination for creative inspiration on TikTok. It
includes trend trackers, ad inspiration, creative guidance, creative tools and royalty-free
commercial music. The Creative Center serves to inspire and assist you in crafting high
quality and effective TikTok ads.
Tab Description
Inspiration Top Ads Dashboard is a collection of high-performing

creatives that can be filtered by region, industry,
campaign objective, and more
Top Ads Spotlight is a curation of standout ads from the
Top Ads Dashboard, handpicked by TikTok creative
experts
Keyword Insights is a tool that highlights top keywords
and phrases from TikTok ads to inspire your ad copy and
creative messaging ideas. Filter by region, industry, and
more to discover top-performing and commonly-used
keywords
Discover the Creative Patterns that successful
advertisers use to drive performance of their campaign
Top Products highlights trending products featured in
TikTok ads to help you identify which products to
showcase in your creatives. This can be a great way to
understand product trends audiences are searching for.
Trends Trends features popular TikTok content in your region,

which may serve as inspiration for your video concepts.
Within this section of the site, you'll find
Trending Hashtag
Trending Song
Trending Creator
Trending TikTok Videos
14
Tab Description
Creative Tools Video Editor is a video editing tool that you can use to
edit and customize your content with TikTok styled
elements, including royalty-free music, text fonts, text
colors, and other creative dimensions
Video Templates offer various ad templates that create
new creative assets by uploading existing photos, texts,
and videos
Script Generator is a tool that generates ad scripts by
leveraging the power of smart technology. Simply input
your industry, product name and description, and the
Script Generator generates ad scripts broken out into
scenes, with on-screen visual, voiceover, and text-overlay
recommendations
Commercial Music Library (CML) is a searchable
directory of audio cleared for commercial use in TikTok
ads and general use in organic videos. Filter for various
themes, genres, moods, and durations to find a track
most suitable for you. The CML’s Artist Impact Program
brings more music from global artists to the CML and
provides an opportunity for artists to monetize their music
on TikTok.
15
Tab Description
Education Creative Tips Finder is a hub for TikTok creative best

practices. It includes the foundational TikTok Creative
Codes, which are six creative principles to help you make
effective ads. There are also industry-specific insights to
find creative inspiration, refine your idea, or production tips
when creating your video
Creative Strategies is a knowledge hub that contains
creative playbooks by vertical and tips for creating made-
for-TikTok content
Creative Expert Courses are on-demand e-learning video
courses that help you become more proficient in TikTok
creative video development.
Creative Assistant Creative Assistant, a virtual assistant available through a

chat interface in the Creative Center, can support you
with TikTok creative inspiration, insights, script
generation, and best practices.
16
TikTok Marketing Partners

The TikTok Marketing Partners Program (TMP Program for short) is a set of TikTok-
approved partners who can help advertisers run more successful marketing campaigns on
TikTok. The program helps marketers tap into a diverse set of third-party companies with
specialized knowledge and resources. Partners participating in the program are awarded a
category-specific badge that signifies expertise in that area. The TMP Program currently
comprises of five badge categories: Agency, Campaign Management, Creative,
Measurement, and Commerce. TMP partners offer solutions that range from SaaS and full-
service to hybrid models. Partners offer flexible ways of working together to hit goals for
your marketing campaign.
Agency Performance marketing agencies excelling at both media

buying and creative for clients on TikTok.
Creative Supports businesses with end-to-end TikTok creative

processes and collaborating with clients to ideate and
produce impactful ad creatives.
Campaign These technology partners help advertisers launch, scale and

Management optimize campaigns at scale.
Measurement Measure the impact of TikTok campaigns for advertisers both

online and offline.
Commerce Makes it easier for merchants to advertise on TikTok and set

up data connections.
Overview
TikTok provides a continuous feed of dynamic, full screen, sound-on videos to a highly
engaged user base. This presents a valuable way for advertisers to meaningfully connect
with customers. Today's most forward thinking businesses are capitalizing on this
opportunity to reach consumers by creating authentic content that entertains, educates,
and empowers.
Creative best practices
Leveraging TikTok-first creative is key to finding success on the platform. 74% of viewers
find TikTok-first ads captivating, surpassing ads not tailored for the platform.1 Compared to
ads on alternative platforms, TikTok-first ads:
Have Have a Drive
83
higher
% 52
higher ad
% 3.3x
more user actions, such
engagement completion as clicks, likes, and
rate.2 rate.3 shares.4
1. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, 2. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast, 3. TikTok
Marketing Science [US,UK] Understanding the strength of TikTok ads 2022, conducted by Magna, 4. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast.
18
TikTok has distilled key best practices in the Creative Codes to help your content engage
TikTok users and drive maximum impact:
Think TikTok- TikTok-first means creating content that takes cues from your own
first For You Feed and co-creating with TikTok's communities. Given the
highly personalized nature of users' For You Feed, attention-
grabbing ads are those that seamlessly align with users'
expectations. Notably, TikTok users exhibit a 3.7x higher trust in
content featured on their For You Feed compared to content on
similar platforms.1
Connect with Join in on trends - Leveraging trends on TikTok allows businesses

trends to craft content that resonates with their audience and provides an
easy template to follow. By adding a unique spin to popular trends,
advertisers can connect with viewers and maintain relevance.
Be production- Full-screen vertical video - Harness the full-screen, vertical format

principled of TikTok's creative canvas. Shoot content in high definition (720p
or higher) and ensure it stays within the designated safe zone to
avoid overlap with the in-app user interface.
Stick to a Have a great hook and call to action - Effective TikTok videos rely
structure on storytelling. Begin with a captivating hook to grab users'
attention within the first few seconds, follow up with an informative
body to convey the message, then conclude with a strong call-to-
action. This structure ensures maximum engagement and impact
with the audience.
1. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast.
19
Hold attention Use production techniques such as dynamic transitions,

with stimulation movement, text overlays, and subtitles to make ad creatives more
engaging by capturing viewers' attention and adding personality to
the content.
Build with sound Use platform-native features - TikTok is a sound-on platform,

making it important for brands to select music or soundbites that
align with their identity. The Commercial Music Library offers
licensed sounds suitable for commercial use. Videos can also
incorporate voiceovers and narratives to enhance brand
storytelling.
20
Ways to produce creatives for TikTok

There are multiple ways to generate impactful creative assets for the TikTok platform.
Depending on the resources and the skillsets of the advertiser, creative can be built in-
house or through working with an agency or a creator.
Use creative tools
You can make creatives yourself using TikTok's in-app Video editor, web Video editor, or a
third-party video editing tool such as CapCut. You have access to the in-app Video Editor
directly in the TikTok app. Here, you can shoot new clips, use existing video clips, find
suitable music, add text overlays, and publish directly to your Business Account. The TikTok
web Video Editor provides similar features with the convenience of operating on desktop.
When using third-party editor tools, TikTok has built-in integrations with tools partners that
allow you to create directly in the third-party partner UI and publish directly to TikTok
Business Accounts without needing to download and re-upload finished creatives to
TikTok.
In Ads Manager, TikTok provides a tool called Smart Creative to tackle creative fatigue.
Smart creative will auto-select top-performing creatives to prioritize in delivery. You can
input up to 30 videos/images, 5 text overlays, and 3 CTAs from which Smart creative can
mix and match to optimize creative performance. It's available for Traffic, App promotion,
Website conversions, and Lead generation objectives.
Work with a creator
To tap into TikTok's vibrant creator community, leverage channels for finding and hiring
creators, such as the TikTok Creator Marketplace and the TikTok Marketing Partners
Program. Visit the Creative Center to explore these tools and connect with creators
effectively.
Work with an agency
Find creative agencies to work with through the TikTok Creative Exchange or the TikTok
Marketing Partners Program, which both feature directories of expert partners in video
production. These agencies can create new TikTok-first assets or adapt existing creative
assets to ensure they feel native to our platform, adhering to our creative best practices.
21
Ad creative specs
TikTok is unique compared to other platforms because our ad format is exclusively in video
form. TikTok provides guidelines around video resolution, aspect ratios, file type, file size,
image dimensions, character limits, and other ad specifications in the TikTok Business
Help Center.
Spark ads
Spark Ads are an ad format that allows you to turn organic content into ads while retaining
the quality of organic videos. You can spark videos from your own TikTok Business Account
or a creator's account, with permission from the creator. Spark ads are automatically
delivered to both paid ads traffic and organic traffic (For You Feed, Follow Feed, Account
Profile Page, Search Result Page, and Pin and Playlist). However, the posting account of
the original video can turn on Ads Only mode in-app after posting to hide the Spark ad
video in organic traffic.
Benefits of Spark ads
Authentic and unique To solidify your brand image and foster direct
brand experiences connections with users by linking to your TikTok profile
page
Leverage TikTok's in-app video shooting capabilities for
a truly authentic experience for users.
More features Music clickability, so users are able to use the brand's
compared to other ad sound to make new TikTok videos
formats Duet and Stitch features allow users to interact with your
brand to spread the campaign in the community.
Utilize both organic and All paid video views, comments, likes, shares, and
paid strategies together followers that are gained via Spark ads will accumulate
to the organic post
Spark ads can help advertisers build long-lasting
connections and sustain customer loyalty to potentially
impact future lead generation or conversion actions
Tap into creators' community to expand your audience.
22
There are three ways to run a campaign using Spark ads:
Spark an existing video from your own TikTok Business Account
Link your TikTok Business Account with your TikTok Ads Manager OR Business
Center account
Select the linked Business Account in Ads Manager and designate which video to
spark
The campaign will go live with a Spark ad associated with the brand's TikTok
account.
Spark an existing video from a creator
Choose an existing TikTok video and and get the video code from the content owner
on TikTok
Apply the video code in TikTok Ads Manager or via a TikTok representative on the
Reservation Ads Platform for a campaign
Campaign will go live with a Spark ad alongside the creator's account where video is
posted.
23
Spark a creative in your ad account and post it organically to your Business Account
Create a new video
Upload the video to TikTok Ads Manager and choose your TikTok Business Account
The campaign will go live with a Spark ad that is uploaded to the associated your
TikTok Business Account.
Linking logic for Business Account, Business Center, and Ads Manager for Spark ads
A single TikTok ad account can manage only one TikTok Business Account
A Business Center account can manage one or multiple TikTok Accounts (Business
or Personal). Multiple agency users can access a client's TikTok Account in their
TikTok Ads Manager
Multiple marketers can create Spark Ads for one or multiple brands' TikTok accounts.
How to buy Spark ads
Spark Ads are available for both TopView and Standard In-Feed Ads. TopView can be
purchased via a TikTok representative with the Reach & Frequency buying type. For
Standard In-Feed Ads, both Reach & Frequency and auction buying types are available via
TikTok Ads Manager.
Note: Both TikTok community guidelines and TikTok ad policies apply to sparked content.
Overview
As an advertiser on TikTok, you are TikTok advertising policies are largely
responsible for your ads. This means organized into two key sections:
complying with all laws, rules, and
regulations that apply to your region
1 Prohibited or restricted products
(including any advertising codes, such as
and services
the CAP Non-broadcast Code in the UK) to
ensure the creation and promotion of
honest, safe, and respectful ads.
2 Policies specific to ad creatives and

landing pages
Additionally, you must comply with our
Terms of Service, Community Guidelines,
ad policies, and other general policies
found in the Business Help Center
governing the use of TikTok services.
TikTok has classified most products and services into one of the following categories:
Prohibited
Not allowed in any countries or regions.
Restricted
Allowed in some countries or regions on limited
basis (e.g certification, age, targeting, etc.).
Allowed
Allowed in some countries or regions (ad
Review process still applies).
25
Prohibited products and Restricted products and

services services
In general, TikTok prohibits the advertising Some products or services are considered
of the following products and services "restricted," requiring additional approval
before ad campaigns can be activated on
Animals, animal parts, or product TikTok. Details regarding restricted
Adult sexual products, services, and products or services can be found in
entertainmen TikTok's Business Help Center. Market-
Casinos & gambling game specific prohibitions and restrictions can be
Cigarettes & tobacco product found in links below
Counterfeiting & pirac
Drugs and paraphernali North Americ
Police/military gear & equipmen Latin Americ
Political ad Europe, UK & Israe
Unsuitable businesses, products, or Eastern Europ
service Middle East, Turkey, Africa, Pakista
Unacceptable business practice Northeast Asi
Weaponry and weapon part Southeast Asi
Covid-19 ads Oceania
26
Ad review process
All ads undergo our ad review process before going live on TikTok. The process is typically
completed within 24 hours. Once an ad has been approved and published, you will receive
a notification. If the ad is rejected, you will be prompted to make changes for resubmission.
You can check your ad review status at the ad group level in the Campaign tab of Ads
Manager.
Review area Review details
Landing page Landing page contains valid information

For example, e-commerce and financial service ads must
display valid information about the company in a visible
location, including but not limited to who runs the site,
privacy policies, prices displayed in local currency, terms and
conditions, and business license
Landing page is mobile-friendly
No prohibited products are displayed on the landing page
Landing page cannot request sensitive information from visitors
in order to access the site
For example - the site cannot demand users provide credit
card information prior to accessing the site.
Ad messaging Products featured in the ad match the products on the landing

page
Text in the ad is consistent with what is shown in the ad video
or images
Display name in the ad is consistent with branding on the
landing page.
27
Review area Review details
Ad language Official ad language policies differ by country. Please see details

in Business Help Center
All countries/regions selected in an ad group's Targeting >
Location module need to share at least one acceptable
language
The ad's text/caption matches one acceptable language in ALL
the countries/regions targeted by an ad group
The spoken words in your ad's video match the acceptable
languages in ALL the countries/regions targeted by an ad group
Any subtitles and written words in your ad's videos or images
match the acceptable languages in ALL the countries/regions
targeted by an ad group
The language on any landing page or app store page linked to
your ad matches the acceptable languages in ALL the countries/
regions targeted by an ad group
Use multiple ad groups to target locations that have different
acceptable languages.
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Ad review checklist
Ensure language in your ad creative and copy are accepted in your target location(s).
Remove any symbols, incorrect spelling, or gimmicky use of spelling in your ad

creative, ad copy, and display name.
Avoid copy or creative which advises users to take actions that are not supported on
the app, like swiping up to download or displaying a mouse cursor.
Use high quality media that meets our image specifications and video specifications.
Make sure that your ad creative and display name are consistent with your landing
page.
Ensure that any products featured in an ad are consistent with those shown on your
landing page.
Avoid using any elements without required permission in both your ad and your
landing page. This includes brands, hashtags, copyrighted media, imitations and
replicas. If you have proper authorization, upload your authorization documentation in
the Account Settings under Business Verification in Ads Manager.
Ensure your video ad includes background audio (music or sound) that is clear and
coherent. Audio is required for video ads.
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Common ad rejection reasons
Reasons Examples
The ad makes "Use this service and get married in 3 days.

exaggerated, "100% natural herbal cream cures all diseases."
overstated, or
misleading
claims about
product
performance.
Issues with the Ad contains spelling errors or grammar mistakes

ad's text or Excessive or distracting capitalization (e.g. "S.a.L.e")
caption. Using symbols in place of letters like "S@le.
Incomplete text in videos/pictures
Text/logos that have been covered by stickers.
Issues with Low-resolution and blurry video/image

video, image, or Part of a video/image is covered with black bars or pixelation
audio quality The video does not have any audio or sound
The audio quality is so poor that it is difficult to understand.
The products The ad is irrelevant to the product website. For example, the ad
and prices in the introduces product A in the image/video, but shows product B
ad are not on the website
consistent or The ad states there is a discount of "Up to 50% off," but the
relevant to the website states there is only a discount of "Up to 30% off"
products and The website is too vague to determine if the ad is relevant to
prices on the the products featured on the promoted website. For example,
promoted an ad that features a "clothing brand" but the website features
landing page. generic images of a "large city", would be rejected.
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Reasons Examples
The promoted Websites that do not function properly or come up as a 404

landing page page
does not Websites that are not mobile-friendly
function properly Websites that do not contain contact info
or contain Websites that do not have a clearly stated privacy policy
information E-Commerce sites that do not have a clearly stated refund or
required by local return policy.
regulations.
The ad contains Ads that feature the TikTok logo.

a third-party
logo
The ad contains Ads that show suggestive or sexually provocative scenes and
sexual or behavior
shocking Ads that show gruesome or graphic images that are likely to
content shock or scare users.
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Appeal process for ad rejections

If your ads get rejected during the ad review process, you can appeal the decision through
a one-click appeal proces located in the “Campaign” tab of TikTok Ads Manager. You will be
required to provide reasons for the appeal request, and a decision is typically shared within
24 hours of initiating the appeal process. You will receive an email notification about the
results of the appeal. If the appeal is successful, your ad will start running and the delivery
status will change to Active.
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Branded content
Branded content is creator-generated content that promotes a third-party brand, its
products, or services in exchange for payment or other incentives. Branded content
features or references
A product or service that has been gifted to the creator by or on behalf of a brand
A brand, product, or service that creator has been paid to post about (whether in the
form of money or a gift)
A product or service for which the creator will receive a commission on any sales (for
instance, via an affiliate link or promotional code)
A brand that creators have or had a business relationship with, such as acting as a
brand ambassador.
When posting Branded content on TikTok, creators are required to
Enable the commercial content disclosure toggle
Ensure the product or service being promoted is explicitly mentioned via clear visuals or
text within the content
Avoid any false, deceptive, or misleading claims about the featured product or service
The content must also comply with both TikTok’s Terms of Service and Community
Guidelines.
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Content disclosure setting

The content disclosure setting is a feature that, when toggled on, places a label in the
description of an organic post that clearly indicates to TikTok users that it's commercial
content. Upon enabling the content disclosure setting, it will prompt you to specify the type
of content featured
If you're promoting your own brand or business, your video will be labeled as
Promotional content
If you're posting branded content on behalf of another business, your video will be
labeled as Paid partnership.
Note: Turning on the content disclosure setting will not affect the distribution of your video.
Overview
TikTok offers four main ad products to help marketers reach their marketing goals on our
platform.
Lead generation
Brand ads Web ads App ads

ads
TikTok ads are delivered in video format and appear in the For You Feed. The only
exception is TopView, a premium format that user sees immediately upon opening the app.
To purchase TikTok ads, you can use TikTok Ads Manager, our self-service platform for
campaign management, or work with a TikTok representative, depending on the ad
product.
Brand ads
TikTok offers multiple products to support brand-awareness campaigns. Most Brand ads
are TikTok accessed through managed service, meaning you must contact a TikTok sales
representative to reserve them for a campaign. Brand-focused solutions can be a great
choice if you want to reach a wide audience without a specific focus on conversions.
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Brand products Placement Objective Service model Delivery model Pricing model
TopView Reach Managed service Reach & Cost per

First ad seen
Frequency Impression +
upon opening the
surcharge for
TikTok app
targeting
Top Feed First In-Feed ad Reach TikTok Ads Reach & Cost per
Manager Frequency Impression
allowlist
Pulse Placed adjacent Reach Managed service Reach & Cost per
to trending and or TikTok Ads Frequency Impression
brand suitable Manager
content allowlist
Standard feed In-Feed ad Reach Self-service via Reach & Cost per
ads shown in rest of TikTok Ads Frequency Impression
available Manager
inventory in the
For You Feed
Brand Auction Standard In-Feed Reach Self-service via Auction Cost per
ad TikTok Ads Impression
Manager
Standard In-Feed Focused view Self-service via Auction Cost per View
ad TikTok Ads
Manager
Standard In-Feed Community Self-service via Auction Cost per

ad interaction TikTok Ads Impression
Manager (follower
growth
Cost per Click
(profile visit)
Branded Mission Standard In-Feed Reach Managed service Reach & Cost per
ad Frequency Impression +
associated add-
on costs
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Open screen For You Feed
TopView Top Feed Pulse Ad

First video First In-Feed ad In-Feed ad next Brand-safe
viewers see viewers see in Top trending to top trending
TikTok videos TikTok video
when they open the For You Feed TikTok video content from a
TikTok particular
content category
TopView
A TopView ad is the first video users see upon opening the TikTok app. TopView ads are
full-screen, 5-60 second, sound-on videos.
Benefits of using TopView

Obtain premium position as the first ad users see to grab their attention immediately
Guaranteed delivery of the ad, maximizing reach with your target audience
Strengthen brand awareness, with TikTok users 1.5 times more likely to recall a brand
from TopView than other ad types.
Place your ad adjacent to high-quality content as the first in-app video that precedes
personalized content in the For You Feed.
You can purchase TopView ads based on CPM (Cost per Mille), up to 225 days in advance.
This allows you to reserve your desired number of impressions with guaranteed delivery
and target users based on age, gender, and interest. Keep in mind that there is a targeting
surcharge based on market.
1. TikTok Marketing Science US Ad Placement Research 2022, conducted by Material.

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Top Feed
The Top Feed ad placement is the first ad shown in the user's For You Feed. Because Top
Feed ads show up early on users' For You Feed, they ensure exposure to a broad group of
TikTok users, making it a great way to maximize brand awareness.
Benefits of using Top Feed
Provides broad reach as the first In-Feed ad that users see
Leverage Reach & Frequency's predictability to optimize reach and customize

frequency.
What is Reach & Frequency?
Reach & Frequency (R&F) is a campaign buying type in TikTok Ads Manager where you can manage the audiences you reach
and how often they see your ad, at a fixed cost. Reach & Frequency is ideal if you want predictable results and prefer
planning ahead. It is currently available by allowlisting on TikTok Ads Manager. Please reach out to a TikTok representative
for more information.
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Pulse
Pulse is a suite of products that allows you to show your ad alongside specific categories
of brand safe content, thus increasing your ads’ relevance. They include Pulse, Pulse Max,
Seasonal Lineups, Pulse Premiere, and Category Line Ups.
Pulse product breakdow
Max Pulse: Your ads will be positioned alongside the top 4% of trending content on
TikTok, determined by the Pulse Score across all content categories
Category Lineups: Your ad will be adjacent to the top 4% of trending TikTok content
based on the Pulse Score across 12+ categories like Beauty & Personal Care Pulse,
Sports & Recreation Pulse, and more
Seasonal Lineups: Your ad will be adjacent to the top 4% of trending TikTok content
based on the Pulse Score during key seasonal moments such as Thanksgiving, winter
holidays, and more, allowing for maximized brand awareness and relevance
Pulse Premiere: In Pulse Premiere, your ads appear directly after videos from top
publisher partners in lifestyle & education, sports, and entertainment categories,
ensuring maximum exposure alongside content from leading partners like Disney,
BuzzFeed, Conde Nast, and more.
What is the Pulse Score?
The Pulse Score is a proprietary scoring system developed by TikTok to recognize top trending content.
Benefits of using Pulse
Your ad is guaranteed to appear next to attention-grabbing content, as it follows the

top 4% of trending content on TikTok. TikTok users spend 33% more time watching ads
adjacent to favorable content.
Pulse ensures the highest level of brand suitability because your ad is immediately
screened by our Inventory filter before placement.
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1. TikTok Marketing Science Global Power of Cool: Pulse Ad Product Study 2022 conducted by Material.
Standard In-Feed ads

Standard In-Feed refers to the broader inventory of slots available in the For You Feed after
Top Feed ads. There are two main buying types for standard In-Feed Ads
Reach & Frequency 
With Reach & Frequency, you can reserve inventory in advance, ensuring predictable reach
and controlling frequency with fixed pricing. This buying type is ideal for planning broad
product launches or branding campaigns. The Reach & Frequency buying type for standard
In-Feed Ads is currently available in TikTok Ads Manager through allowlisting
Brand Auction 
In the Brand Auction, you bid for standard In-Feed Ads through the auction buying type.
This option offers flexibility and cost-efficiency, aiming to ensure consistent brand
exposure at a lower price, particularly for trial campaigns. With three main objectives
available for bidding, you can drive various outcomes. Brand Auction provides businesses
of all sizes with a solution for bidding on brand campaigns.
What is the auction buying type?
In the auction buying type, ads are shown to users to maximize value for both you as the advertiser and users who see
the ad. Ads are ranked based on their bid price, estimated action rate (click, conversion, etc.), and user value. Unlike
Reach & Frequency and Reservation, the placement of an ad is not guaranteed through an auction and can be more
unpredictable.
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Reach objective: Optimize your ads to reach the maximum number of people in your
target audience at the most efficient price
Focused view objective: Optimize your ads for engagement, in the form of video views
and interactions.
User views the ad for 6s or more User engages with the ad within the first 6s
Share
Click
or Hashtag click
Music click
Interactive
add-on clicks
Community interaction objective: Optimize your ads to encourage follower growth or

profile visits, including visits to your TikTok Business Account profile page (default),
playlist page (allowlist), hashtag page (allowlist), and music page (allowlist).
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Branded Mission
Branded Mission is a brand ad product that crowdsources authentic content from creators
and transforms them into ads to drives media impressions. You can create a mission brief
on a Mission Center page, and creators will be notified via multiple channels, including the
TikTok Creator Marketplace and their notification inbox. Once you receive submissions, you
will select videos to boost as standard In-Feed Ads.
Benefits of using Branded Mission
Guaranteed delivery by selecting top performing content for impressions
Crowdsource creativity by calling on users to add their unique style to mission

requirements
Earn organic traffic and paid impressions at the same time.
Branded Mission and its add-on features are managed service reservation products that
you can purchase through a TikTok representative. Boosted videos will appear as standard
In-Feed ads with pricing based on impressions.
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Other add-on features

Branded Effect 
Branded Effect is an add-on typically used with Branded Mission but can also be
standalone if Branded Mission is not available in your region. It allows you to create a
custom effect that users can leverage in their videos and helps drive deeper engagement
with your audience.
Benefits of using Branded Effect
Showcase your brand in a customized and unique way that drives engagement and
prompts action from your audience
Branded Effect is available in the Effect panel, providing added visibility. Viewers of
videos with the effect can also easily try the same effect by clicking on the effect icon in
the video.
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Interactive add-on s
Interactive add-ons are features that can be added to TikTok ads to enhance user
engagement. By incorporating add-ons, you can make key messages stand out and
encourage viewers to physically engage with your ad.
Standard vs Interactive
Description
premium add-on
Standard Download Card Showcase elements of the app you are
promoting, such as rating, review count, and
industry with a clickable element that directs
users to the app's download store.
Standard Display Card Include cards within your In-Feed video ads. You
can use these cards to highlight important
messages, share exclusive offers, and drive
traffic to your website or app.
Standard Voting Sticker Add a voting topic and two options to your video
ad to increase user engagement and collect
information.
Standard Countdown Add a timer to your video ad to catch your
Sticker audience's attention and create a feeling of
urgency.
Standard Gift Code Add an exclusive promotional code to your
Sticker video ad.
Premium Pop-out Deliver key messaging in a memorable fashion and
Showcase surprises the audience with an unexpected pop-up
moment for deeper engagement. Pop-out elements
are clickable and can drive to a landing page.
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Standard vs Interactive
Description
premium add-on
Premium Gesture Invite your audience to tap or swipe on an ad in
order to unveil rewards or more information.
Premium Super Like Engage the audience with a surprise visual
element after liking a video ad.
Premium Story Selection Encourage users to be a part of your brand story
by allowing your audience to shape and
personalize the outcome of your In-Feed ad.
Premium Shake Surprise Upload a sticker that triggers a surprise effect
when users can shake their phone. It is only
available for TopView.
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Availability of Interactive add-ons based on ad product
Interactive
Reach &
Brand
Brand auction TopView Traffic App Web Lead
add-on Frequency Auction
(Community promotion conversion generation
(Reach &
interaction)
Focused
view)
Download
card
Display
Card
Voting
Sticker
Countdown
Sticker
Gift code
Sticker
Pop-out
Showcase
Gesture
Super like
Story
selection
Shake
surprise
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Web conversion ads
TikTok Web conversion ads are designed to drive conversions on your website, prompting
actions like making a purchase or adding an item to the cart. You can purchase and manage
Web ads directly on TikTok Ads Manager. 
Website conversions 
TikTok's web conversion ads can direct users to either your business website or a TikTok
Instant Page. These ads optimize delivery based on actions like clicks, conversions, or
value. Depending on where the conversion happens, we suggest setting up different data
connections to improve your ad delivery.
What is a TikTok Instant Page? 
TikTok Instant Page is a mobile-friendly page designed by TikTok to enhance the viewing experience of users. These
pages load up to 11 times faster than standard landing pages on mobile devices, enabling users to learn more about the
advertised content before taking action. For example, a food delivery company can use an Instant Page to showcase
additional menu items beyond what's featured in the video ad, encouraging users to place an order for delivery.
Video Shopping Ads (VSA) 
Video Shopping Ads are a specific type of website conversion ad format tailored to drive
product sales conversions. They integrate seamlessly with your product catalog, allowing
you to feature products directly within the video ad on TikTok.
Benefits of VSA
VSA tailors the products shown to users, ensuring the right items reach the right
shoppers. VSA can retarget those who viewed your content and added an item to cart
but haven't made a purchase
Dynamic Destination automatically selects the best-fit landing page for a user, such as
a product listing page on TikTok, a product detail page on TikTok, or a product detail
page on your website
VSA reduces creative production costs and showcases products more prominently in
video ads through two features: a product card at the bottom of the video ad or a
Catalog Carousel as the ad creative.

47
App promotion ads

TikTok App promotion ads aim to drive app installs or specific in-app actions. App ads can
be bought and managed directly through TikTok Ads Manager.
If you want to drive new user app installs, TikTok will send them to your app's download
page on Google Play or the Apple App Store.
If you want to re-engage existing app users to take specific actions, you can drive them to
perform in-app actions or target users likely to commit to high-value actions, like
purchasing gaming coins in an app.
Action Description Install Re-targeting
Clicks Click on ad's CTA button
Install an app from the App Store

Install only
or Play Store
Perform a specific action in-app
In-app event (complete a purchase or
subscribe)
Install with Install and perform an action

in-app event in-app
Prioritize targeting users of high

Value
value who are likely to spend
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Lead generation ads 
Lead generation ads on TikTok allow you to collect leads for your business. Prospective
leads can submit their information either on your website or in-app on a TikTok Instant
Form.
Benefits of Lead generation ads that drive to website
Ideal for verticals with stricter privacy standards
Supports more complex questionnaire logic than TikTok Instant Forms
Offers greater flexibility in the type of information collected.
Benefits of driving to a TikTok Instant Form
Provides a more seamless experience where users can submit their info without ever
leaving the app
Reduces bounce rates associated with directing users to a website form
Requires fewer data connections and you can access all the collected information in
the TikTok Ads Manager Lead center
Improve lead quality by using a High Intent form type which adds a review step and a
CAPTCHA puzzle during form submission.
If you use Customer Relationship Management (CRM) software, you can integrate the leads
you collect on TikTok Instant Forms directly to your CRM platform to reduce operational
burden. For a comprehensive list of the latest partner integrations, please refer to the
Business Help Center.
Overview
Before running campaigns, it's crucial to set up the correct data connections. This step
allows you to analyze campaign performance more accurately and learn from consumer
actions on your website or app. These insights help drive better conversions in future
campaigns to improve performance. The specific data connections required vary based on
the ad product and your existing tech setup.
Web ads
Data connections
Pixel Events API
TikTok-recommended setup is to have both in place.
App ads
Data connections
Mobile measurement
App Events
App SDK
partner API
Beta
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Web conversion ads

The recommended data connections setup for Web ads is to set up the TikTok Pixel and
Events API. In order to do this, you can either turn on the data connection via a third-party
partner you already work with and has an integration with TikTok or set up data
connections directly with TikTok.
Turn on a third-party data connection with TikTok
TikTok offers direct integration with third-party commerce and data partners widely used
by TikTok advertisers, such as Shopify. If you already work with one of these partners,
setting up data connections can be simple and require minimal effort. Refer to the Business
Help Center for the up-to-date list of partners.
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Commerce platforms with TikTok integrations
Partner Name Supported Products Resources
BASE Pixel Learn More
BigCommerce Pixel Learn More
Cafe24 Pixel, Events API Learn More
ECWID by Lightspeed Pixel, Events API Learn More
Loja Integrada Pixel Learn More
OpenCart Pixel, Events API Learn More
PrestaShop Pixel, Events API Learn More
Salesforce Commerce Cloud Pixel, Events API Learn More
Shopify Pixel, Events API Learn More
SHOPLINE Pixel Learn More
TRAY Pixel Learn More
VTEX Pixel Learn More
WooCommerce Pixel, Events API Learn More
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Data platforms with TikTok integrations
Partner Name Supported Products Resources
Adobe Events API Learn More
Blotout Pixel, Events API Learn More
DataHash Pixel, Events API Learn More
Elevar Pixel, Events API Learn More
Gamesight Events API Learn More
Google Tag Manager Pixel, Events API Learn More: Pixel 

Learn More: Events API
Grivy Pixel, Events API Learn More
Hightouch Events API Learn More
mParticle Events API Learn More
RudderStack Pixel, Events API Learn More
Segment Pixel, Events API Learn More: Pixel 

SignalSight Events API Learn More
Tealium Pixel, Events API Learn More: Pixel 

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2 . Work with TikTok directly to set up your data connections 
There are two ways to set up data connections directly with TikTok: using the TikTok Pixel
or integrating with the TikTok Events API. We recommend setting up both to enhance
targeting and relevance and improve measurement reliability. 
Pixel: The pixel is an industry-standard solution involving adding a piece of code to your
website. This code safely and seamlessly shares event and optimization data with TikTok.
We recommend setting up three or more events that reflect the customer journey, such as
viewing product details, adding to cart, and making a purchase. You can set up the TikTok
Pixel via the Events manager section of the TikTok Ads Manager. 
Events API: Events API is a server-to-server (S2S) integration that shares web visitor
events with TikTok. It provides a more reliable connection between TikTok and your
website marketing data, and allows you to customize the information you share with
TikTok.
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For a web data connection, after setting up the data connection, you must also specify
events and parameters that need to be turned on.
Connection type Event type Key parameters
How advertisers integrate Events refer to actions that Key parameters are
with platforms for web people take on your contextual event
conversion setup.
website. To optimize your information that enables
(Pixel, Events API) event tracking on TikTok, advanced features. You
you can leverage two must include some
types of events: Standard parameters like value and
events and Custom currency to enable
events.
optimization options such

as Value-Based
Standard events, with Optimization. 
predefined names
supported across all Please see here for a
integrations, are ideal for comprehensive list of
reporting, conversion parameters.
optimization, and building
audiences.
Custom events, defined by

TikTok partners, can be set
up via TikTok's Events
manager or reported
directly through the TikTok
Pixel or Web Events API.
While Custom Events are
available for reporting and
conversion, you cannot use
them for optimization.
Please see here for a

comprehensive list of
events.
55
Example of recommended Events and Parameters for an e-commerce business driving

online sales with a TikTok campaign:
Events Parameters
View Content: for visits to a product content_name: product or service

or service pag nam
Search: for search product or content_type: product or service
categor typ
Add to Cart: for adding a product to content_id: product(s) or services(s)
an online car identifie
Initiate Checkout: when a visitor is contents: multiple product or
ready to make a purchas services identifier
Place an Order: when a product is value: price of product or servic
purchase quantity: number of products or
Complete Payment: when a payment service
is confirme currency: currency of transaction
Subscribe: for tracking customers
who sign up for your subscription
product or service
Advanced matching overview
Advanced matching helps you better optimize your TikTok campaigns by attributing more
events and expanding your reach. By enabling Advanced matching, you can send hashed
contact details to better match website events with people on TikTok
Measure more conversions: Match more conversions that happen on your website to
people on TikTok
Boost campaign optimization: Improve campaign efficiency by showing ads to people

who are more likely to convert or take your desired action
Expand your reach: More matches between your customers and people on TikTok
unlocks bigger Custom audience sizes.
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There are two ways to enable Advanced matching: Manual or Automatic. You should use
both Manual and Automatic Advanced matching at the same time, if possible, as this
setting maximizes Advanced matching's full performance. If you operate within a more
regulated or sensitive industry such as financial services or healthcare, consider using
Manual Advanced matching instead of Auto Advanced matching
Manual Advanced matching is the passing of customer information to TikTok from your
website. This can be implemented using code for each event on your website, or if
you're using a partner integration, you can enable Manual Advanced matching in the
data-sharing settings of the partner platform. With this option, you have the flexibility to
configure what information and for which events you want to pass to TikTok
Automatic Advanced matching is when advertisers instruct TikTok to automatically

identify form fields on pages where Pixel is installed, and to hash and collect email and
phone numbers entered on those pages for measurement, optimization and targeting of
your campaigns. With this option, the pixel will scan your website for recognizable form
fields containing customer information, like email and phone, which is then captured
securely and safely via an industry-standard hashing algorithm (SHA-256). We
recommend the pixel to be implemented on all of your web pages for Automatic
Advanced matching to be more effective.
What is the Pixel Helper?
TikTok Pixel Helper is a Chrome extension that helps verify and troubleshoot the installation of the TikTok pixel on your
website. It identifies and reports any pixel, event, and parameter implementation errors, ensuring accurate data sharing with
TikTok.
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Lead generation ads
To gain better insights on how advertisers are interacting with your TikTok lead generation
ads that are driving to your website form, you can either set up the TikTok Pixel or Events
API directly with TikTok or leverage TikTok's integration with website builder partners. The
setup process is similar to Web ads, but the events to track differ. For example, Click
Button, Submit Form, and Contact are common events to monitor for lead generation
campaigns.
App promotion ads
The recommended data connection setting for app marketers is to work with a Mobile
measurement martner (MMP), a third-party partner capable of attributing, collecting, and
organizing app data to offer a comprehensive overview of your app campaign
performance.
TikTok offers integration with several global Mobile measurement partners (MMP) to help
you gain a more holistic understanding of your TikTok app campaign performance. By
working with a MMP, you gain better insights through comprehensive tracking across the
entire customer journey for a holistic understanding of campaign performance.
For example, you can utilize TikTok's integration with AppsFlyer to enhance tracking of your
app install campaign on TikTok through the Google Play Store.
To establish your data connection, utilize your MMP dashboard, accessible through
TikTok's badged industry partners. For detailed instructions, refer to the
Business Help Center.
Other data connections setup for App ads:
TikTok also offers App Events SDK and App Events API as alternatives to working with a MMP, but both solutions are
currently in Beta and require more developer resources than working with a MMP.
Campaign structure
TikTok Ads Manager is a platform where you can create, edit, and manage campaigns, ad
creatives, and performance reports. The campaign structure consists of three levels:
campaign, ad group, and ad. At each level, you have varying control over campaign
components like objectives, budgets, targeting, and creatives.
Campaign
Ad group Ad group
Ad Ad
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Campaign
At the campaign level, you will select the objective corresponding to your advertising goals,
such as Traffic or Web conversions.
Objective Description
Reach Maximize the number of people who see your ad.
Traffic Drive visitors to your website.
Video views Maximize views and engagement with video ads.
Community
Drive follower growth or profile visits to your TikTok account.
interaction
Drive app installs or retarget existing users to perform in-app

App promotion
actions.
Lead generation Generate leads from your website or a TikTok Instant Form.
Website conversions Drive conversions on your website.
Product sales Video Shopping Ads to drive sales of products.
You will set the overall budget for your campaign at the campaign level. Once the campaign
spend reaches that amount, spending stops automatically. If no limit is set at the campaign
level, the budget will be spent based on the ad group level. A daily budget caps spending
per day, while a lifetime budget is the total budget for the entire campaign duration.
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Ad group
At the ad group level, you can define your ad placement, choose your target audience,
apply brand safety pre-bid controls, set your budget, and decide on a bid and optimization
strategy. Here, you can also choose how your campaign budget should be distributed over
time.
Ad
The ad level is where you can upload and manage ad creatives. You can have up to 20 ads
per ad group, allowing you to test different versions of your ad to see which performs best.
At this level, you can also select Interactive add-ons, call-to-actions, destination pages,
and manage Spark ads. Before publishing your ad, you can preview your ad on your mobile
device either by using the TikTok app to scan the QR code generated in Ads Manager or by
entering a TikTok User ID in Ads Manager to ensure your ad is displaying as expected.
This diagram is a generalized look at the main settings for each level. Specific settings at the campaign, ad group, and ad
level are nuanced and may differ from the summary here.
Campaign Buying type Advertising

Split test Campaign Budget
Budget
objective Optimization
Ad group Placement Audience

Budget Bidding and
targeting optimization
Ad Spark ad
Ad details Creative
delivery
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Ad placements
Your ad placement on TikTok determines where your ads will appear. You can display ads
on TikTok, the TikTok Global App Bundle, and/or Pangle when setting up your campaign.
For placements on the TikTok app, you have control over video sharing and download
settings, allowing you to manage how your ads are distributed.
Global App Bundle is an integrated traffic solution that displays your ads on other
emerging apps, such as CapCut and Fizzo, providing access to additional audiences
beyond TikTok.
Apps currently included in the Global App Bundle
CapCut: An all-in-one video editor for creators and creative professionals, offering
templates and direct publishing to TikTok. This platform helps you reach creative, tech-
savvy audiences beyond TikTok
Fizzo: A mobile reading app featuring a variety of novels and stories. Particularly
popular in Indonesia, Fizzo is ranked as the most downloaded reading app on the
Google Play Store. Fizzo can help you reach female, family purchasing decision-makers. 
Pangle is a mobile ad network, allowing you to target users across top local publishers,
spanning over 100,000 global apps. Pangle supports various ad formats, including video,
image, and interstitial, and is accessible via TikTok Ads Manager in select countries.
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Key campaign management tools & features
Learning phase
The learning phase describes the time it takes for TikTok’s delivery algorithm to learn how
best to deliver your ad. During this time, our system looks for suitable audiences for your
ad group and then uses the data gained to optimize future delivery and improve
performance.
During this phase, the Cost per Action (CPA) may fluctuate but it will eventually stabilize.
For optimized Cost per Mille (oCPM) ad groups, stability usually occurs after around 50
conversions, indicating that the ad group has passed the learning phase. After this phase,
some CPA fluctuation may still occur, but the range typically decreases over time. A good
indicator that a campaign has passed the learning phase is when the ad group CPA is
generally below the Cost Cap bid amount.
Advertisers should not worry if an ad group Period to Track

Daily Conversions
is underperforming expectations during the CPA
learning phase.
>10 Daily
If an ad group is experiencing less than 10

6 to 10 3 Day Average
conversions per day, a longer time period
can be used to track CPA. <5 7 Day Average
During the learning phase, it is recommended that advertisers do not make any
adjustments to the ad group, such as lowering the bid, adjusting the budget by more than
20% or adjusting ad settings including but not limited to deleting the creative or changing
the target audience. If an ad group has not obtained 20 conversions within the first 10
days, there is a high chance that this group will not pass the learning phase.
At this point, available optimization levers are updating creatives, broadening target
audience and increasing bid amount to try again with the ad group. Once an ad group
passes the learning phase, there is no action needed as the system will automatically
deliver more stably.
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Split testing 
Split testing, commonly referred to as A/B testing, is a tool in TikTok Ads Manager at the
campaign level that allows advertisers to test two different versions of ads to determine
which one performs better. By leveraging split testing and keeping other campaign settings
the same, you can run both ads in two separate ad groups and use the results of the test
to determine the more effective version that you should allocate more budget to. This
measurement technique is recommended for campaigns optimizing towards conversions.
Targeting, bidding and optimization, and creative are the adjustable variables in Split
testing.
Benefits of Split testing
Easy tool to create identical campaign settings and adjust one factor to test without
manually replicating all other settings
Scientifically designed to perform an accurate A/B test, with a 90% confidence rate
when determining which ad group performs better. Using Split testing ensures that each
audience group will exclusively see one ad group, preventing Group A and Group B from
directly competing for mutual audiences. The model selects and verifies a winning ad
group only if the results are statistically significant
Seamless experience for advertisers to keep running the winning ad group at the end of
a test with just one click.
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Best practices for Split test:
Determine a hypothesis to test Before setting up a Split test, determine which

variable you are trying to test and how that can
help inform your ad strategy.
Set up test groups with large When choosing your testing variable, there should
differences in variables be obvious differences to ensure the two ad
groups do not produce similar results, so the
system can determine a winning ad group.
Allocate an adequate testing We recommend testing for a minimum of 7 days to

duration obtain the most reliable results. Split tests can
only be run for a maximum of 30 days. Testing for
less than 7 days may not be long enough to
declare a winner, while a long testing time may
lead to a shortfall in the budget.
When running a split test with an ad group which

requires a learning phase (e.g. optimization goals
like conversions, leads, app installs), you should
run the test at least 14 days (i.e. long enough to
pass the learning phase AND have a week of
results at optimal algorithm performance).
Ensure a high estimated Power Power Value is the likelihood of detecting

Value potential differences in your ad groups, which
helps determine your chances of finding a winning
result. We recommend a budget that gives you a
Power Value of at least 80%.
Avoid mid-test changes M aking changes to your ad group after your Split
test started may impact its results or cause the ad
group to go into review again. It is recommended
to not change your test settings after it has
started.
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Copy a campaign, ad group, or ad
With the copy function at the campaign and ad group levels, advertisers can replicate the
exact campaign, ad group, and ad automatically. If an advertiser wants to start a new
campaign, they do not have to manually select all the settings again. This feature can also
be used to conduct tests on different campaigns with minor adjustments. Advertisers also
have flexibility to copy an ad group into a different campaign altogether, including the
ability to make multiple copies.
For copying campaigns, the system can only copy campaigns that have the same objectives. For example, if the advertiser
wants to copy a campaign with the Website conversion objective, then the copied campaign can only support that objective.
Bulk edit
Advertisers do not have to manually go through the entire campaign creation process
every time they need to set up a new campaign. TikTok Ads Manager has built-in tools for
streamlining these tasks and simplifying the process for advertisers.
Using the Bulk Import and Export feature, TikTok Ads Manager allows an advertiser to
download multiple campaigns, ad groups, and ad-level data into a CSV or Excel file, make
adjustments, and then re-upload. This creates operational efficiency for those who need to
manage and adjust large volumes of campaigns.
Automated rules
Automated rules help advertisers optimize campaigns without needing to monitor it 24/7.
Automated rules creates rule-based tasks to automatically check and manage campaigns,
ad groups, and ads. Advertisers can set conditions that dictate when the system should
turn on/off ads, change budget/bid, or send notifications of triggered events by email.
Some commonly used rules are related to setting high CPA alerts, increasing the budget
when conversion opportunities arise, and saving overall lifetime budget.
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Use cases Object Action
All or certain ad groups or

Monitor cost campaigns (daily or lifetime Sending emails
budget mode)

Monitor CPA Sending emails
campaigns
Turn off the ad groups or

Control cost decrease the budget by
campaigns
10%
Select certain ad groups

Turn on potential ad groups (e.g. inactive and high CPA Turn on certain ad groups
ad group)
Select active ad groups

Turn off inactive ad groups Turn off ad groups
with no spending
Increase budget for ads

Select certain campaigns Increase budget by 10%
that convert well
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Brand safety 
Brand safety is a set of measures that aim to protect the image and reputation of brands
from the negative or damaging influence of questionable or inappropriate content when
advertising online.
Brand safety is of utmost importance in advertising, and at TikTok, the significance of

ensuring a safe and positive environment for brands is understood. TikTok strives to create
the most trusted entertainment platform, built on a foundation of safety, transparency and
accountability. TikTok employs a combination of technology, policies, and partnerships
addresses potential risks and upholds high standards of safety and suitability.
TikTok has four pillars of brand safety
Community guideline
Guidelines and enforcemen
Accountabilit
Partnerships
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Community guidelines. TikTok's technology-driven solutions enable proactive

detection and removal of content that violates community guidelines or poses risks to
brand safety. Through automated content moderation systems and advanced
algorithms, inappropriate content is swiftly identified and action is taken, ensuring
brands are protected from association with harmful or undesirable material
Guidelines and enforcement. In addition to technological solutions, robust policies

govern content on TikTok and promote a safe and positive environment for all users and
advertisers. Clear guidelines for acceptable content and behavior help maintain a
respectful and inclusive community where brands can thrive
Accountability. Active collaboration with industry partners, advertisers, and experts

such as GARM, Brand Safety Institute, 614 Group, and TAG continuously enhances
brand safety efforts. Staying informed about emerging trends, evolving risks, and best
practices in brand safety ensures vigilance in the commitment to providing a secure
advertising environment on TikTok
Partnerships. Recognizing that brand safety is a shared responsibility, dedication is

given to working collaboratively with partners to address challenges and uphold the
highest standards of integrity and trust. TikTok has integrated with industry renowned
partners such as IAS, DoubleVerify, and Zefr to provide brand safety solutions. All of
these efforts strive to maintain a brand-safe ecosystem on TikTok where advertisers
can confidently engage with their audience and achieve their marketing objectives.
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Inventory filter 
TikTok Inventory filter is a first-party solution which gives advertisers control over the type
of content which runs next to their ads. While all content on our platform goes through
careful moderation based on our Community Guidelines, TikTok provides advertisers with
additional controls to brand suitability that are in line with Global Alliance for Responsible
Media (GARM) Brand Safety & Suitability standards. Aside from TopView, all other ad
formats are supported by the Inventory filter. To provide clients with post-campaign
measurement, the Inventory filter has been integrated with third party brand safety post-
bid companies Integral Ad Science (IAS), DoubleVerify (DV), and Zefr. The setup for
Inventory filter is at the ad group level and it provides three levels of control
Full inventory: Excludes content that does not follow our Community guidelines, such
as hateful behavior, sexually explicit content and more
Standard inventory: Excludes content that includes glamorization of mature themes,

such as alcohol, weapons, or copyright infringement
Limited inventory: This is the most stringent level of filtering. Excludes all content that
includes mature themes in a glamorization, entertainment/fictional, or educational
setting. Same exclusions as Full and Standard inventories are also applied.
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Comment management tool
Comments is an integral part of the user experience on TikTok. In order to create a lively
and brand safe comment section for any ad, the TikTok aims to help advertisers manage
comments with ease. Although advertisers can turn off comments altogether, the
Comments tool in TikTok Ads Manager provides a monitorable alternative that allows
advertisers to moderate comments using the view, export, hide, filter, like, reply, and pin
comments functions. In addition, advertisers can add keywords or users to a blocked list to
prevent comments associated with specific words and/or users from being shown.
Identity
Like any video that you see on TikTok, every TikTok ad features a clickable profile picture.
The profile picture indicates to the viewer who created the TikTok. When a regular (non-
business) user creates a TikTok, this photo will always be their profile photo. The same is
true for businesses that have a TikTok Business Account. But what if a business doesn’t
have a business account? Or what if a business wants to promote a TikTok that has been
authorized for promotion by a TikTok Creator? The Identity feature helps businesses
manage these use cases, toggling their business identity as needed.
There are three types of identities that a business can use to create a TikTok ad
Your Business Account: The default scenario. An ad created using your business
account will include your business profile photo in the creative. Clicking on that photo
will link to your Business Account profile page
Authorized posts: If a creator has authorized your business to promote their TikTok as a
Spark ad, you can promote their post in Ads Manager. Using the Identity feature, you
can select the post that the creator has authorized to your business. By doing so, the ad
will appear with the creator’s profile picture
Custom identity: If you do not have a business account, or want to feature a different
profile picture and name than your Business Account, you can use the custom identity
feature. This enables you to upload a new profile photo and display name (i.e. handle) to
appear in your ad.
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Campaign automation features

Campaign Budget Optimization (CBO)
Campaign Budget Optimization is a feature that allows you to optimize budgets at the
campaign level instead of at the ad group level. You can apply a single set of budget
optimizations to all the ad groups in a campaign rather than setting them up individually.
This can simplify the budget optimization process for campaigns that have multiple ad
groups, allowing you to apply settings across all ad groups within the campaign, saving
time and effort during the campaign setup process.
The following settings can be defined using CBO
Budget: Daily Budget vs. Lifetime Budge
Bid strategy: Cost Cap or Maximum Delivery
CBO is available for these objectives: Reach, Traffic, Video view, Community interaction, Lead generation, App promotion,
Website conversions, and Product sales.
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Best practices for CBO:
Campaign Set actual target campaign budgets

budget
Make sure the ad group budget covers at least 50x the target
CPA when running App Installs
Ensure the ad group budget covers at least 20x the target CPA
while running either App Event Optimization or conversions.
Number of Ensure at least 3-5 unique and active ad groups per campaign,
ad groups and 2-3 unique creatives per group
CBO does not function when there is only one active ad group in
the campaign.
Optimizations Wait for at least one day and 50 conversions before making new
adjustments
When adjusting your budget, try to control each adjustment

within 30% of the current daily budget
TikTok Ads Manager requires all ad groups within a CBO

campaign to apply the same optimization goal.
Conduct The Split test feature in TikTok Ads Manager does not support
manual CBO campaigns. We suggest conducting manual A/B testing by
Split tests creating 2 campaigns using the "Copy" function if needed.
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Smart performance campaigns (SPC)
Smart performance campaign is designed to run performance campaigns at scale with less
manual steps. SPC reduces the number of steps in the campaign and ad group setup
process. TikTok will automatically optimize settings based on data.
Smart Performance
Regular campaign
Campaign
Create Campaign Create Campaign
Select campaign objective

Select campaign objective
Set campaign budget Set campaign budget
Create Ad Group Repeat the process

to create multiple
Select placement
ad groups
Set targeting & audience
Select bid strategy
Set schedule
Setup tracking
Create Ad
Create Ad Repeat the process to Set targeting & audience
create multiple ads Set schedule
Manual product creative &

Setup tracking
upload, or use ACO

Upload raw videos & texts
Get Reporting Get Reporting
Access key metrics by Access key metrics by

campaign/ad group/ad campaign/ad group/ad
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Best practices for SPC:
Set enough budget to support efficient exploration
Allow 50 conversions for the campaign to pass the learning phase without making any
adjustment
Add at least 3 creatives to each Smart performance Campaign to boost performance.

Smart Performance Campaign has a better chance to select the best one for your needs
when you add more videos
Check campaign performance regularly and add new videos to keep performance strong.
i o
T kT k M edia Bu ing ertification stud guide
y C y
Overview
TikTok's audience targeting features allow you to deliver ads to the individuals most
relevant for your campaigns. Ads Manager provides various dimensions that you can use to
target your desired audience, including Broad targeting based on demographics and device
specs and Advanced targeting options based on interest and behavior and Custom
audiences.
Brand ads Performance ads
(Reach, Video views,
(Web ads, App ads,
Community interaction) Lead generation ads)
Broad targeting Advanced Broad targeting Advanced

targeting targeting
General use case Audience inclusion General use case Audience inclusion
Age, Gender,
Custom audience, Age, Gender,
Custom audience,
Language Lookalike audience Language Lookalike audience
Selective use case Audience e clusion

x Selective use case Audience e clusion
x
Other demographics :
Interest & behaviors O ther demographics :
Interest & behaviors
Language, State, City, Interests, Keywords, Language, State, City, Interests, Keywords,
Province, ip code,
Z
Behaviors, Hashtags, Province, ip code,
Z
Behaviors, Hashtags,
Spending powe r
Purchase intention Spending powe r
Purchase intention
evices
D :
evices
D :
Smart targeting
perating system,
O perating system,
O Smart interest &
Device, Model, Carrier, Device, Model, Carrier, behavior, Smart
ISP, evice price
D ISP, evice Price
D audience
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Broad targeting
Broad targeting prioritizes reaching a wide range of potential audiences by setting the
minimum number of targeting constraints for an ad. It is the most effective and
recommended targeting approach. TikTok currently provides four main dimensions for
Broad targeting - Demographics, Device, Interest, and Behavior. Targeting dimension
availability differs by country.
In the Audience Estimator tool on Ads Manager, toggle the targeting dimensions until you
reach a "Fairly Broad" audience, meaning that 80% or more of a country's total user
accounts can be reached. If you have specific constraints (e.g. a product is only suitable
for a certain age range or available in a certain region), then a "Balanced" audience may
also be suitable for you. The indicator for audience size can be found on the right hand
side of the user interfaces at the ad group level in Ads Manager.
Demographics Device Interests Behavior
Gende Connection typ Interest Video

Ag Operating syste Purchase inten interaction
Locatio Operating system Hashtags Creator
Languag versio interaction
Household Device mode Hashtag
incom Device pric interactions
Spending Carrie
power Internet service
provider
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Advanced targeting
Advanced targeting strategies on TikTok involve creating Custom audiences, which allow
you to show ads to individuals who are already familiar with or previously interacted with
your business. It is an effective way to retarget engaged users, exclude recent customers,
or use the audience as a seed to create a Lookalike audience for prospecting.
Key uses cases for Custom audiences

Retarget a group of customers or target a more precise audience
Optimize ad spend by only showing your ad to those who are in your customer cohort
Reach prospective new customers based on known characteristics using a Lookalike
audience.
Lookalike audiences allow you to target TikTok users who share similar characteristics
with your existing customers. A Lookalike audience is derived from a Custom audience. You
can choose Narrow, Balanced, and Broad settings when using Lookalike audiences
Broad Lookalike audiences increase your reach with users who are moderately similar to
your source audience
Narrow Lookalike audiences target users who have the highest level of similarity with
your source audience, but result in smaller potential audiences compared to Broad and
Balanced Lookalike audiences
The size for the source audience must be larger than 100 people in order to use the
Lookalike audiences targeting function in Ads Manager.
Broad
Balanced
Narrow
Increase potential reach Moderate potential reach Highest level of similarity

with moderate similarity
with moderate similarity of existing customers, but
(Recommended) reduced reach
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There are two key sources of data to build a Custom audience, either using TikTok
audience sources (second-party) or advertiser's own audience sources (first-party).
TikTok audience sources (second-party)
Audience source Description
Engagement Engagement audiences allow you to create audiences

based on users' engagement with your organic TikTok
videos, ad content, TikTok Instant Page, TikTok App
Profile Page, or TikTok LIVE content. Specific user
actions such as video view time, engagement, or video
view completion can be used to create a Custom
audience.
Business Account audience Linking your TikTok Business Account with your Ads
Manager account gives you access to Business Account
audiences, which allows you to retarget audiences who
have engaged with your Business Account in these
ways: Follow, Profile visit, Video view (2s, 6s, and 100%
view), and Video engagement (like, share, and
comment). Business Account audience is beneficial if
you want to reach an organic audience interested in
your brand.
Lead generation activity Lead generation audience is a targeting option that

allows you to create an audience based on users who
have engaged with your Lead generation ads that use
Instant Forms. The following events are targetable: Form
View and Form Submission. For example, you can
retarget a user who viewed your Instant Form without
submitting it to improve your campaign efficiency.
79
Advertiser audience sources (first-party)
Audience source Description
Website traffic Website traffic is a Custom audience type that is used

to target users who have visited or taken a specific
action on your website. You must have the TikTok Pixel
installed in order to use this Custom audience.
Customer file You can upload a specific customer file that consists of
leads or existing customers to Ads Manager to create a
Smart Targeting Custom audience. TikTok will look for users within our
ecosystem that match the IDs in the uploaded file. This
Smart Targeting is TikTok's automated
takes targeting
about 24 solution for to
- 48 hours performance
generate, andadvertisers,
once
broadening reach beyond your designated
complete,interest or behavior
your uploaded group
file will to improve
be deleted. ad
TikTok
performance. It expands the target audience
supports thebythree
finding users based
identifiers whenon your objectives,
building a Custom
helping reduce CPA and creative fatigue.
audience: Mobile Advertiser ID (either Apple Identifier
for Advertisers or Google Advertising ID), phone number
Your ad will first target audiencesand
thatemail.
matches your exact targeting criteria. Over time, the
system will expand the audience reach based on variables you specify, either by Audience
orApp
Interest & Behavior targeting options.
activity You canSmart
createTargeting
a Customis audience
currently based
only available
on usersforwho
the
following objectives: Web Conversions, App Installs,
have completed Traffic,
certain and Lead
events withinGeneration.
your app. For
example, App activity audience can be based on those
who install the app, launch the app, or achieve a new
level. You must partner with a Mobile measurement
partner in order to enable App activity audience.
80
Offline activity You can target customers who complete activities

offline, such as making a purchase or filling out a form at
physical locations, including stores, call centers, Point of
Sales system, or gaming consoles. Before you can
create a Custom audience based on offline events, you
will need to create an Offline Event under Events
manager in Ads Manager. There are three ways to send
offline events data to Ads Manager: sending offline
events via the Events API, using a third-party data
partner such as LiveRamp, and directly uploading offline
events data into Ads Manager.
Partner audience You can work with trusted third-party customer data
platform partners who have built-in integrations with
TikTok to streamline audience data sharing and enhance
matching capabilities to target the people you want to
reach.
Smart targeting
Smart targeting is TikTok's automated targeting solution for performance advertisers that
broadens reach beyond your designated interest or behavior group to improve ad
performance. It expands the target audience by finding users based on your objectives to
help reduce CPA and creative fatigue.
The ad will first target audiences that match your exact targeting criteria. Over time, the
system will expand the audience reach based on variables you specify, either by Audience
or Interest & Behavior targeting options. Smart targeting is currently only available for the
following objectives: Web conversions, App installs, Traffic, and Lead generation.
81
Best practices for targeting

For optimal performance, we recommend keeping your audience sizes broad. If the
setting in Ads Manager indicates that your audience size is "too narrow," adjust your
targeting dimensions to show "balanced," "fairly broad," or "narrow." Audience sizes that
are too narrow are less likely to pass the learning phase and will face creative fatigue
issues
You have the option to exclude specific audiences to prevent unnecessary spending.
For example, you can exclude audiences who have downloaded your app in the past 30
days
Setting up the right data connections allows you to create Custom audiences to retarget
users who have engaged with your ads/website/app and leverage Lookalike audiences
to expand to similar users
The minimum audience size for a Custom audience is 1,000 users.

Bidding and optimization

Bidding strategy
With the auction buying type, bidding strategies play an important role in optimizing
campaign budget, managing costs, and achieving your marketing objectives. A bid refers to
the price that you submit in the TikTok Ads Manager auction to secure ad placements.
TikTok offers two bidding strategies:
Spend based:
Goal based:
Maximum Delivery
Cost Cap
Strategy aimed at spending an
Strategy aimed at keeping the average
advertiser’s entire budget and
cost per result around or lower than the
achieving the most results in a given
bid, regardless of the total budget.
period.
Cost Cap tries to control the

average cost per result from the
Maximum Delivery aims to drive the
auction, meaning the platform will
highest number of results from an
automatically bid to achieve the
ad group budget regardless of the
advertising objective at either a
final cost per result
higher or lower price than the pre-
The system will use all the available
selected bid amount
ad group budget to generate as
The average cost will generally align
many results as possible, based on
with the advertiser’s stated bid over
the advertiser’s desired outcome
time
Maximum Delivery will only work
This is the default bidding strategy
with Daily Budget Campaigns.
for Video views and Reach
objectives.
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The bidding strategy tells TikTok Ads Manager how to bid for your ads within the auction.
While the Cost Cap strategy requires a bid price, Maximum Delivery automatically bids and
aims to spend your total budget. For example, if you want to drive website conversions at a
specific cost per conversion, Cost Cap is the ideal strategy. It allows the system to
optimize ad delivery to those likely to convert, but only if it aligns with your bid price.
What is a second-price auction model?
TikTok's bidding auction operates on a second-price auction model. The bid amount you
submit is not necessarily the final price you pay. The winner will pay one cent above the
second place bid. For example, if advertiser A bids $8.00 CPA and advertiser B bids $8.50
CPA, then advertiser B wins and pays $8.01 as the winning price.
TikTok best practice for choosing the bidding strategy:
Is the advertiser using the Reach or Video

views objectives?
YES NO
Cost Cap 
(With suggested
bid)
Do they prioritize maximizing conversion

volume over controlling avg cost per result?
YES NO
Cost Cap 
Maximum Delivery
(With suggested bid)
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Bidding best practice

Align your bid strategy with business objectives: Cost Cap bidding is effective in
generating conversions while ensuring stable and predictable CPA outcomes. Maximum
Delivery is effective in maximizing conversions within your defined budget
For performance objectives, use Hybrid bidding to switch between Cost Cap and
Maximum Delivery bid strategies on active ad accounts. This helps you align your bid
strategy to seasonal priorities
If you want to prioritize the volume of conversions over a cost per result, then Maximum
Delivery works better
Across different ad groups, advertisers can utilize different bidding strategies to

experiment and see which works better for them.
Ads Manager's bidding interface provides more specific guidance to help you navigate
when to use Cost Cap and Maximum Delivery bidding strategies.
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Billing events (Bidding methods)
You can place bids based on different Billing events (also referred to as Bidding methods),
which determine which specific event triggers payment for an ad delivery.
There are four Billing events on Ads Manager:
CPM
A bid based on CPM means the bid is the price (Total cost /
(Cost per you are willing to pay for one thousand Total
Mille) impressions. The system will deliver your ads to impressions) *
get the most exposure and reach as many users 1000
as possible within your total budget.
oCPM
A bid based on oCPM means the bid represents (Total cost /
(Optimized the price you are willing to pay for one thousand Total optimized
Cost per Mille) impressions, targeting users who are likely to impressions) *
complete a conversion event, become a prospect, 1000
or install an app. oCPM is the default Billing event
for Web conversion, App promotion, and Lead
generation objectives in Ads Manager.
CPV
With a CPV bid, you pay per Focused View, which Total cost /
(Cost per is when a user views your ad for at least six Total
View) seconds or interacts with the video within the first Focused
six seconds, whichever occurs first. Interactions Views
include shares, clicks, hashtag clicks, music
clicks, or Interactive add-on clicks.
CPC
A CPC bid is the cost you are willing to pay per Total cost /
(Cost per click. The system will deliver ads to users who are Total clicks
Click) most likely to click them at a price close to the
advertiser's bid.
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Relationship between a bid, bidding method and bidding strategy
Bidding strategy
Bidding strategies act as the "autopilot" that guides how the
system bids within each campaig
Should align with primary KPI for best result
Manages parameters like cost per result and budget utilization
Guides
Bid
Represents the price you are willing to pa
Influences
Influences cost per result and budget
utilization
Used in
Billing event (Bidding method)

CPM, oCPM, CPV, CPC methods available in TikTok Ads
Manage
Determines when you pay for ad delivery (Billing event)
87
App ad optimizations
For advertiser focused on promoting mobile apps, App Event Optimization (AEO) and
Value-Based Optimization (VBO) can help find audiences who are more likely to perform
certain conversion actions and drive higher purchase values for your campaign.
Mobile App Install

Optimizes for
(MAI) cost per install
Optimizes for cost

App Event Optimization
per actio
(AEO) Targets engaged &
paying users
Maximize
user value
Optimizes for return
Value-Based Optimization
on ad spen
(VBO) Targets high-value
users
88
App Event Optimization (AEO) helps you reach users who are more likely to complete in-
app events. Compared to driving mobile app installs, AEO bids for the selected in-app
event to help focus on the lifetime value (LTV) and return on investment (ROI) provided by
the user. Examples of in-app events include Purchase, Subscribe, Achieve Level, and more.
Maximum Delivery and Cost Cap are the available bidding strategies for AEO.
There are two AEO solutions that help optimize for different types of event types - AEO
once and AEO every (only available for Android).
AEO once optimizes and measures based on a single purchase event per user. So only
the first unique purchase will be attributed to the campaign, even if more than one
purchase takes place. We recommend this if you're an app advertiser that has a single
event conversion goal.
AEO every optimizes for and measures based on multiple purchase events per user. It
identifies users who are likely to make more than one purchase. All purchases made by
that user within a 7-day window are attributed back to the campaign. AEO every is
available only for Android in-app event campaigns optimizing for purchase events. We
recommend this if you want users to take repeat actions in your app, such as
purchasing tokens in a game.
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Value-Based Optimization for App (VBO App) optimizes ad delivery for you as an app
advertiser by targeting users likely to generate a higher return on ad spend (ROAS). It
focuses on delivering ads to users who are likely to make a purchase or generate higher
value per purchase event. With VBO App selected, two distinct bidding strategies replace
traditional ones for optimizing conversion events.
Highest Value: Our system aims to spend your entire budget by the ad group's end
while maximizing the amount of value you get from purchases. Highest Value is suitable
if your goal is to spend your budget in full. This is the default bidding strategy when
VBO is selected.
Minimum ROAS: Our system aims to meet or surpass your target ROAS by targeting
high-value customers. Compared to Highest Value bidding strategy, there's a higher
chance of not fully spending the budget as the system may not be able to consistently
meet your required minimum ROAS. This strategy is suitable if you want to hit a
minimum ROAS value for your campaign.
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T kT k
i o Media Buying Certification study guide
Best practices for VBO App:
Determine a reasonable Minimum Recommendation is to set it at 80% of your ad
ROAS bid value account's average ROAS from the last 7 days
Break down your historical campaign data by
objective and country to get a more accurate
ROAS calculation.
Set adequate budget for your 10 x CPA is a good starting point
VBO ad group If your CPA is > $100 USD, you can find
alternatives to calculate your ad group's
budget.
Set reasonable target audience If you have a Custom audience, try creating a
Lookalike audience for it and turn on Smart
targeting to extend the ad delivery life cycle.
Campaign length Run VBO campaigns for at least 7 days
because results can fluctuate in the first 7
days. Performance will stabilize thereafter and
show better indicators for performance and
results.
Avoid adjusting campaign Editing ad settings within the first 3 days may
settings in the first 3 days impact the ad group's ability to pass the
learning phase
After 3 days, make one adjustment at a time,
and adjust budget or bid by +/- 2 0% at a time
If a VBO campaign is paused for over 24 hours,
it will go back to the learning phase again once
it restarts.
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Web ad optimizations
Value-Based Optimization for Web (VBO Web) functions similarly for web conversion ads
with one key difference. Standard web conversion ads optimize for complete payment
events, so the system targets people who are likely to convert, regardless of purchase
value per transaction. VBO web campaigns optimize for an additional variable: targeting
people likely to convert AND make higher purchases. VBO provides a more direct method
to optimize for value. Currently, VBO web supports the Website conversion objective in Ads
Manager.
Best practices for VBO Web:
Determine a reasonable Minimum Review the actual ROAS from the past 7 days
ROAS bid value for ads that targeted the same market and had
the same optimization goal (i.e. Complete
Payment)
Set a relatively lower ROAS bid to help the ad
group pass the learning phase
If you are unsure of a reasonable Minimum
ROAS bid, try to use the Highest Value bidding
method.
Set an adequate budget For daily budget: 10 x target CPA for Complete
Payment
For lifetime budget: 10 x target CPA for
Complete Payment x campaign duration
If your target CPA for Complete Payment is too
high, you can set the same budget as your
non-VBO ad groups. But if budget is too low, it
will limit the exploration of the algorithm
Increase the budget gradually when ROAS
reaches your expectation to explore more
high-value users.
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Set reasonable target audience If you have a Custom audience, try creating a
Lookalike audience for it and turn on Smart
targeting to extend the ad delivery life cycle.
Campaign length Run VBO campaigns for at least 7 days
because results can fluctuate in the first 7
days. Performance will stabilize thereafter and
show better indicators for performance and
results.
Avoid adjusting campaign Adjustment within the learning phase may
settings before 20 conversions impact the campaign's ability to pass the
(or first 3 days) learning phase
We recommend waiting for another 20
conversions (or 1 day) after each adjustment
When editing campaign budget, control the
change range within 50% each time
The more frequent/significant the change is,
the more fluctuation will be expected.
93
Bidding & optimization applicability to ad products
Ad product Objective Billing Bidding strategy

VBO Bidding Data connection & event
event (Spend & goal- strategies

milestone requirements for VBO
(Bidding based) (Value-based)
method)
Brand ads Reach CPM Cost Cap,

N/A N/A
Maximum
Delivery
Video views CPV Cost Cap,

N/A N/A
Maximum
Delivery
Community CPC Cost Cap,

N/A N/A
interaction Maximum
(Profile visits) Delivery
Community oCPM Cost Cap,

N/A N/A
interaction Maximum
(Follower Delivery
growth)
Web ads Traffic CPC Cost Cap,

N/A N/A
Maximum
Delivery
Conversions oCPM, Cost Cap,

Highest Value, Set up proper data
CPC Maximum Minimum ROAS connections with Complete
Delivery Payment event with value and
currency parameters
20 attributed unique complete

payment events with value
and currency over any
consecutive 7 days.
94
Product sales oCPM Cost Cap,

Highest Value, Setup proper data connections
Maximum Minimum ROAS with Complete Payment event
Delivery with value and currency
parameters
consecutive 7 days.
App Ads App installs & CPC, Cost Cap,

Highest Value, Ensure proper Purchase Event
retargeting oCPM Maximum Minimum ROAS postback from Mobile
Delivery measurement partner
consecutive 7 days.
Lead ads Lead oCPM Cost Cap,

N/A
N/A
generation Maximum
Delivery
Overview
The user purchase path has become increasingly complex due to ad engagement across
different platforms and devices. Selecting the right measurement tools is crucial for
effectively assessing and optimizing campaign performance on TikTok.  
Traditional advertising metrics like Gross Rating Point (GRP) and last click attribution may
not fully capture TikTok's impact as they cannot accurately measure cross-device and
cross-session touchpoints. TikTok offers first-party tools and third-party partners solutions
to more accurately the impact of TikTok on your campaign.
96
Type Focus areas Solutions What can it do for you?
Standard
Creative
Video insights tool Analyze performance of
TikTok
performance in Ads Manager videos on a frame-by-
reporting (First-party) frame basis
Understand audience
interactions with videos
Identify trends and
patterns in video
engagement
Spot creative fatigue.
Campaign
Standard Review relevant
performance campaign
campaign metrics that
reporting in Ads
require regular tracking
Manager (First- Compare performance
party) across multiple ad
accounts
Ensure flexibility to
schedule and automate
report generation.
97
Type Focus areas Solutions What can it do for you?
Measurement  Brand Lift and attribution   Measure brand

solutions Measurement solutions (First- awareness and reach at
party and third- early stage of the
party)
customer journey
Measure of the impact of
your ad on driving
incremental brand
awareness.
Performance   Lift and attribution

Track specific actions
Measurement solutions (First- taken by users after
party and third- viewing ads
party) Measure the
effectiveness of ad
campaigns in driving
conversions
Attribute conversions to
corresponding
touchpoints
Gain understanding of
the entire consumer
purchase journey.
98
TikTok reporting
The Analytics section of TikTok Ads Manager offers tools for examining video and
campaign performance.
Video insights tool
Video insights in Ads Manager is a tool that lets you analyze performance of video
creatives and better understand audiences through their interactions with videos. You are
able to see daily video performance stats on an aggregated or individual basis.
The tool provides key frame analysis that shows when the audience is clicking, converting,
or dropping off throughout a video. Understanding the peaks and valleys of the key frame
graph helps highlight elements of a video that perform well and which video segments are
more dispensable.
You can create variations of a similar video and then compare the varied parts of the video
and its performance to identify which element was more effective and utilize these for
future videos. You can also leverage the video comparison feature to analyze two videos
side by side or two curated groups of videos side by side.
The Video insights tool houses industry benchmarks to show advertisers how they rank
against others classified in the same industry. The industry benchmark is calculated using
global TikTok data for advertisers within pre-defined industries.
TikTok ads reporting
TikTok Ads Manager features pre-built dashboards that provide real-time campaign
insights and Custom reports which allows you to choose the metrics and download the
report. Additionally, you can review campaign data across multiple ad accounts.
On TikTok Ads Manager, there are two main ways to monitor performance
Check Dashboard tab to get summarized data

Check Campaign tab to get more detailed data at the campaign, ad group or ad level.
99
Dashboard tab
Monitor the operation logs of the account by clicking Log under the Today's Spend
area
View the status of all campaigns, ad groups, and ads, including Active and Not
Delivering
Keep track of your account timezone in the time selection box. All data is shown based
on your time zone
View your performance metrics broken down by different dimensions (including
gender, OS, dayparting, etc.)
Download and export chart data for further editing and analysis.
Campaign tab
You can filter the campaigns you want to see on this tab
You can choose which custom columns to show
You can break down the data by the day, week or month and compare them across
multiple campaigns.
100
Key metrics available in TikTok Ads Manager:
Clicks (Destination) The number of clicks on your ads, that led users to
advertiser-specified destinations like websites, apps, or to
the app store.
Conversions The number of times your ad achieved an outcome based on
the objective and settings you selected.
Cost per 1,000 Unique User

The average cost to reach 1,000 unique users accounts. This
Accounts Reached metric is estimated.
CPA The average amount of money you've spent on a conversion.
Calculated as: Cost/Conversion or Install.
CPC (Destination) The average amount of money you've spent on a destination
click.
CPM The average amount of money you've spent per 1,000 ad
impressions.
CTR (Destination) The percentage of times your ad was seen and clicked on,
taking the user to an advertiser specified destination.
CVR (Impressions) The percentage of results you achieved out of all the
impressions on your ads. Calculated as conversions/
impressions.
CVR (Clicks) The percentage of users who saw an ad, clicked it, and
converted through some pre-specified action. CVR tells
advertisers how well their ad converted users. Calculated as
conversions/clicks.
Frequency The average number of times each unique user account saw
your ad.
101
Impressions The number of times your ad is displayed on the TikTok app.
Paid Likes The number of likes your video creative received within 1
day of a user seeing a paid ad.
Reach The number of unique user accounts who saw your ads at
least once. This metric is estimated.
Real-time conversions The number of times your ad achieved an outcome, based

on the objective and settings you selected. The total count
is based on when the conversion actually happened.
Real-time CPA The average amount of money you've spent on a conversion.

The total count is based on when the conversion actually
happened.
Real-time CVR (impressions) The percentage of results you received out of all your ads.
The total count is based on when the conversion actually
happened.
Real-time CVR (clicks) The percentage of results you received out of all the clicks
of your ads. The total count is based on when the
conversion actually happened.
Total cost The estimated total amount of money you've spent on your
campaign, ad group, or ad during its schedule.
Clicks (all) The overall amount of engagement on your ad that includes

paid likes, comments, shares, follows, and clicks. Clicks in
the "Total Engagement" metric also include music, hashtag,
anchor, and interactive add-on clicks.
102
Audience insights
The Audience insights tool in Ads Manager provides insights into TikTok user interests,
behaviors, and demographics across both paid and organic. There are two major sets of
data available
Potential audience: audience insights at the TikTok-platform level from active users in
the last 30 days and for your own Custom audiences
Reached audience: audience insights based on your campaign’s actual reach (including
campaign, ad group and ad level details).
103
Measurement solutions
TikTok has built a series of first-party solutions and third-party partnerships to capture the
full impact of your ad campaigns.
Measurement First-party (1P) vs.

Ad product Description Advertising question and key metrics
tool third-party (3P)
Brand ads Brand lift

Measures the impact of 1P and 3P How effective is the advertising
study advertising campaigns campaign improving brand awareness
based on brand perception and perception among the target
and awareness through audience?
surveys and experiments

among exposed and Key Metrics: brand awareness, brand
unexposed audiences. perception, ad recall, brand
consideration.
Store visits
Tracks the number of 3P How successful are advertising efforts
lift physical store visits in driving foot traffic to physical stores,
generated by advertising and what is the correlation with online
campaigns, providing ads?
insights into offline impact

and foot traffic attribution. Key Metrics: store visits, exposed
This solution is currently conversion rate, cost per store visit,
available in select foot traffic attribution, offline impact.
countries.
Geo lift Measures the increase 3P How much impact does advertising
in conversion rates, have on key metrics in specific

using geographic A/B geographical areas?
testing to isolate the

impact of campaigns. Key Metrics: geo-specific ROI, geo-
For example, you can specific lead generation, geo-specific
run ads targeting one conversion rate, geo-specific brand
city (treatment group) awareness etc.
and compare results to
a similar city without
ads (control group) to
see the ad's true effect.
104
First-party (1P) vs.

Measurement
Brand ads Tune-in lift

Measures the effect of 3P Did my TikTok ad drive viewership to
advertising on driving the show I am promoting? And did
incremental viewership they watch for longer?
of a show, movie or other
media. Key Metrics: tune-in viewership,
consumption.
Media mix
Media Mix Modeling 3P How should advertising budgets be
modeling
(MMM) is a statistical distributed across different channels
method used to measure to maximize ROI?
the impact of marketing
efforts across different Key Metrics: ROI, ROAS, TikTok
channels (e.g. TV and contribution in the mix
digital advertising) on a
business' key KPIs. MMM
takes into account multiple
factors, such as
seasonality, spend, and
channel. It provides a
more holistic view of how
TikTok has impacted your
campaign, but relies on
large historical data inputs.
Web ads Conversion Evaluates the 1P How much impact is the advertising
lift study effectiveness of campaign having on driving desired
advertising campaigns in actions or conversions among viewers?
driving specific actions or
conversions, such as Key Metrics: conversion rate, purchase
purchases via a website. intent, app downloads, incremental
Recommended for sales
conversion optimized
campaigns.
105

Wed ads Post- Measures how customers 3P How successful are advertising efforts
purchase discover products/brands in driving foot traffic to physical
survey
and other attitudinal stores, and what is the correlation
metrics. PPS uses the with online ads?
voice of the customer as a

source of truth and allows Key Metrics: store visits, exposed
advertisers to get a more conversion rate, cost per store visit,
complete view of foot traffic attribution, offline impact.
attribution.
Sales lift Measures the incremental 3P How much additional revenue is

increase in sales revenue generated as a result of advertising
attributed to advertising efforts, and what is the return on
campaigns, allowing investment (ROI)?
advertisers to assess the

direct impact on business Key Metrics: sales revenue, incremental
outcomes. revenue, ROI
Multi-touch Attributes conversions or 1P and 3P Which touchpoints in the customer

attribution sales to different journey contribute most to
touchpoints in the conversions?
customer journey to
provide insights into the Key Metrics: contribution of each
effectiveness of each ad touchpoint to conversions/sales,
interaction. customer journey analysis
App ads Mobile Measures attribution across 3P How can advertisers effectively track
measurement multiple platforms to track ad performance and user actions
partners
ad performance and user across various devices and platforms?
actions across devices.

Key Metrics: cross-device attribution,
user behavior tracking, app installs and
in-app actions
106

App ads Conversion lift Evaluates the 1P How much impact is the advertising
study effectiveness of campaign having on driving desired
advertising campaigns in actions or conversions among
driving specific actions or viewers?
conversions, such as app

installs. Key Metrics: conversion rate,
purchase intent, app downloads
Multi-touch Attributes conversions or 1P and 3P Which touchpoints in the customer

attribution sales to different journey contribute most to
touchpoints in the conversions or sales, and how do they
customer journey to interact with each other?
provide insights into the

effectiveness of each ad Key Metrics: contribution of each
interaction. touchpoint to conversions/sales,

customer journey analysis
107
Brand lift study

TikTok offers both first-party and third-party brand lift solutions. Brand lift studies measure
the incremental brand impact of your campaign on TikTok. It quantifies ad impact on key
branding KPIs like Ad Recall, Awareness, Familiarity, Attitude, Favorability,
Recommendation, Purchase Intent, Preference, and Brand Association/Consideration.
When setting up the survey, consider campaign flight time, ad spend and ensure enough
impressions to achieve statistical significance.
To setup a Brand lift study, TikTok creates two randomized groups from a segment of your
target audience for the campaign
A treatment group that sees the promoted conten

A control group that does not see the promoted content
TikTok starts sending surveys 24 hours after the first campaign ID goes live and users are
eligible to receive a survey up to 48 hours after seeing an ad. Users will only be sent
individual questions and not the full survey on their For You Feed. The target is to reach
100 responses per group, but 500 responses is ideal. Brand lift studies support both
single-cell and multi-cell testing depending on your measurement goal. A single-cell
experiment helps answer the question, “Did my campaign drive incremental brand impact?”
A multi-cell experiment answers the question, “Which variable in my campaign is most
effective for driving incremental brand impact?”
TikTok has also partnered with Nielsen and Kantar to measure brand lift and provide an
independent third-party view on the TikTok's effect in shaping brand image. Please reach
out to your TikTok representative for more details on Brand lift studies.
108
Conversion lift study

TikTok's Conversion lift study is an incrementality test that determines how many online
conversions occurred as a direct result of your TikTok ad. Conversion lift studies require
historical data from high-performing campaigns in order to determine the minimum group
size needed to run a study with high confidence. You may also need to minimize spending
outside your TikTok campaign during the study period to avoid group contamination (eg. a
user in the control group sees your ad elsewhere).
How a Conversion lift study works
Event selection: Conversion lift studies are available for web or Android app events. A
maximum of 10 events can be selected for each study
Full-channel sharing: Enable privacy-safe data connections through a Mobile

measurement partner or Advanced matching via pixel or Events API to allow TikTok to
match conversions across both control and treatment groups
Power analysis: Historical conversion data informs the sample size needed for the
study
Treatment group creation: Target user base will be split into the treatment group and
the control group
Study launched: The ad is served to users in the treatment group and not to the control
grou
Results analyzed: Evaluate the impact of the TikTok ad based on conversion data for
both groups
Campaign considerations: Reach, average frequency, and Cost Per Mille (CPM).
109
Offline sales lift

TikTok collaborates with Nielsen Catalina Solutions (NCS) to provide CPG advertisers with
an expose-control methodology to measure the influence of TikTok ads on offline sales at
physical stores.
How Offline sales lift works
Run TikTok ads: An ad reaches its target audience on TikTok calling them to purchase a
product
Match sales data: Once the campaign is done, exposed TikTok users are matched to in-
store purchases
Create control group: A control group is created to demonstrate how exposed

consumers would have behaved if they had not seen your ad
Calculate difference: The difference between the groups allows NCS to calculate the
incremental sales lift and ROAS driven by the TikTok campaign.
Attribution analytics
Attribution analytics is a first-party measurement tool that offers insights into web ad
conversions. Each vertical has a unique purchase cycle, requiring a specific attribution
window. The Performance comparison tool in Attribution analytics can compare results
across different attribution windows and choose the best fit for your business.
Attribute events by different attribution windows at the ad account level

1d, 7d, 14d, 28d for click-through attributed event
1d, 7d for view-through attributed events
110
Post-purchase survey
Post-Purchase Survey (PPS) is survey-based attribution and insight tool that you can
integrate with your e-commerce website to understand how customers discover your
products. It engages customers directly after they complete a checkout by gathering data
through a series of questions on the confirmation page to get customer feedback for
attribution and optimization decisions. TikTok partners with third-party partners to provide
advertisers with this solution.
Multi-touch attribution
Multi-touch attribution provides a comprehensive view of your customer's path-to-
purchase and identifies the most impactful channels for achieving your goals. Shifting from
a last-touch attribution approach to multi-touch attribution is especially important to
understanding ad performance on TikTok. Content on TikTok is highly immersive, resulting
in users often delaying their visit to a brand's website or app to maintain their experience.
TikTok partners with third-party partners, who have built-in integrations with TikTok, to
help accurately represent our impact for advertisers in real time.
Mobile measurement partners

Mobile measurement partners (MMP) are third-party measurement providers that can
attribute, collect, and organize app data to provide a comprehensive view of your app
campaign performance. MMPs track clicks, app installs, engagement, revenue, and other
in-app events, offering a convenient solution to analyze the impact of your TikTok
campaigns.
Availability of our first-party and third-party measurement solutions vary based on ad product and location.
111
Disclaimer: This document is the property of TikTok Inc., and has been prepared by TikTok Inc. solely for
informational purposes. The recipient of this document must hold this document and any information
contained herein in strict confidence, and shall have no right to distribute, exhibit, display, exploit, or
otherwise use this document for any purpose other than to review the information provided by TikTok
Inc. herein. The recipient hereby represents and warrants that it shall not publish, post, or otherwise
publicly distribute this document or any of its elements via any media for any purpose. The recipient
acknowledges that the information contained herein is illustrative only and not licensed for the
recipient’s public distribution. Neither TikTok Inc. nor any of its affiliates, or its or their respective
directors, officers, employees, or agents (collectively, "TikTok") make any representation or warranty,
express or implied, in relation to the accuracy or completeness of the information contained in this
document, and accepts no responsibility, obligation, or liability in relation to any of such information.
TikTok expressly disclaims any and all liability which may be based on this document and any errors
therein or omissions therefrom. TikTok undertakes no obligation or responsibility to update any of the
information contained in this document.
110

TikTok Media Buying Certification Study Guide

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TikTok Media

2. TikTok ad platforms and accounts 2

3. TikTok creative basics 18

7. Campaign setup & management 59

9. Bidding & optimization 83

10. Reporting & measurement 96

official exam offered by TikTok to validate

your expertise in TikTok Advertising.

Becoming TikTok certified can help boost

your credibility in the industry and help

advance your career.

The exam is conducted in a proctored testing

environment and is available both online and

in-person at testing centers. All candidates

who pass the exam will become officially

TikTok certified and receive a digital

credential that is shareable online and valid

for two years.

The exam covers nine key topic

areas, including media buying and

basics on creative and

measurement solutions. While there

are no prerequisites for the exam,

we suggest candidates have at least

one year media buying experience

on TikTok Ads Manager. Self-study

or academic background in the

marketing field can also be helpful.

In preparation for the exam, please

review this study guide which

contains information on key topics

and take the practice test.

Business Account Business Center Ads Manager Creative Center

TikTok Creative Center TikTok Creative Center is a catalog of creative resources to

TikTok Business Account

Feature Description TikTok TikTok

Account switch For users to switch between account

Business page An in-app profile tab for businesses

Business Track growth, content performance,

Commercial Access 1M+ songs and sounds

General Music Access all music and sounds on

(website link) For Business Accounts - the

Feature Description TikTok TikTok

App download Enable users to download your app

For Business Accounts - the

Profile contact Use action buttons to showcase

Profile coupon An interactive button on the profile

Organic lead Collect leads with flexible forms on

Business Find content inspiration and industry

Post scheduler Schedule TikTok posts up to 10 days

Auto-message Automatically greet users, suggest

Business Signals that the account is run by an

Feature Description TikTok TikTok

Organic 18+ Allows the uploader to self-identify

TikTok Business Center

Why use the Business Center?

Accountability: Manage each team member's access to assets and activities to

Permission and roles

Basic roles include Admin and Standard